Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models
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Brand New Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models

Edited by G. Michael Maddock · Luisa C. Uriarte · Paul B. Brown
John Wiley & Sons April 2011

Specifications

ISBN-13
9780470643594
Publisher
John Wiley & Sons
Publication
April 2011
Format
Hardback , 218 pages
Jurisdiction
International or US ? Countri(es) for reference only

Details

Brand New’s revolutionary innovation process is a proven road map you can put to work immediately to create successful new products, services, and business models. Written by leading innovation practitioners, and the coauthor of the bestseller Customers for Life, the authors of this tightly focused, highly entertaining book have nailed the issue perfectly when it comes to successfully introducing anything new.

Research shows people like new products and services. Indeed  they go out of their way to try to find them. Yet companies are truly terrible at providing new products and services that meet these customers’ needs.

Why are companies so bad at giving customers what they want? Because they lack a simple proven process that makes sure innovation occurs efficiently time after time.

No one knows this better than Mike Maddock and his team at Maddock Douglas, the Agency of Innovation,™ which has worked closely with more than a quarter of Fortune 100.

To solve the innovation paradox, Maddock explains the process his team has used to help the world’s best companies and shows you  how to

  • Find needs and opportunity in the marketplace

Table of Contents

Foreword.

About the Authors.

Part I Preparation and Strategy.

Chapter 1 The Innovation Paradox.

Chapter 2 Creating an Efficient and Effective Innovation Process.

Chapter 3 Circle #1: Finding the Need.

Chapter 4 Circle #2: Formulating the Idea.

Chapter 5 Circle #3: Successfully Communicating (and Profiting from) What You Have Come Up With.

Chapter 6 Constructing Your Innovation “Portfolio”.

Part II Tools and Tactics.

Chapter 7 Getting Outside the Jar: How to Infuse Outside Experts into Your Innovation Process.

Chapter 8 Sustainable Innovation: Creating (and Profiting) from a Green, White Space.

Chapter 9 Introducing “The Innovation Power Score” -- A Method for Measuring the Potential of Your Innovation.

Chapter 10 Investools: A Case Study in Putting Your Innovation Process to Work.

Acknowledgments.

Index.

About the Author

G. Michael Maddock is the founding partner and Chairman of Maddock Douglas (www.maddockdouglas.com) a ninety-person consulting firm whose mission is to conceptualize, design, build, and launch new products and brands that have a high probability of success. Their clients include Allstate, Cargill, ESPN, Hess, InternationalPaper, Johnson & Johnson, Mohegan Sun, Procter & Gamble, Schering-Plough, and Unilever. Maddock, a frequent speaker at marketing and innovation conferences worldwide, is also coauthor of the"Innovation Engine" column on BusinessWeek.com.

Luisa C. Uriarte is partner and Executive Vice President of Maddock Douglas where she oversees the insights and research functions for the firm. Luisa has more than twenty years of experience in managing research and marketing consulting projects of international scope.

Paul B. Brown is a longtime contributor to the New York Times. A former editor and writer for BusinessWeek, Forbes, and Inc., Brown is the author or coauthor of numerous bestsellers, including Customers for Life, written with Carl Sewell, which has sold more than 1 million copies worldwide.

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